easy4men has launched
posted: Dec 9, 2004

easy4men male toiletries are now available in Boots stores across the UK. easy4men male toiletries are aimed at the no-nonsense man who does not care about expensive advertising featuring professional footballers or other models. With a range of nine products easy4men satisfies the basic male grooming needs of the man who is happy with who he is. The trademark bright orange packaging will be instantly recognisable to customers who will be able to make their purchases quickly and easily.

"Gillette is the British Airways of male toiletries!" said Stelios the serial entrepreneur and easyGroup chairman. "Consumers have been paying huge companies like gillette or lynx, part of Unilever, too much for their male toiletries but now easy4men has introduced both great quality and great value into this market. Once again we're taking on the big guys on behalf of the little guy!"

The male grooming market is seeing continuous growth, with the male skin care market seeing a six-fold rise in the last five years and a male toiletries market worth £500m.